FEDERICO MASSA a.k.a. IENA CRUZ

Brooklyn Based Mural Artist

Federico “Iena Cruz” Massa was born in Milan, Italy in 1981. In 2006, he graduated with a degree in Set Design from The Academy of Fine Arts, Brera.

A passion for graffiti was first evident in childhood, as he had a tendency to scribble his name all over the walls of his Milan apartment. A habit that, while not pleasing to his mother, set the stage for his life’s vocation in art.

Inspired by California skateboard culture and brands like Santa Cruz, in the 1990s Massa took to the streets with the alias “Cruz.” Tagging all over the streets of Milan, he grew to love the rebellious spirit of the graffiti world, especially the adrenaline rushes of painting on moving trains. Moving away from the graffiti style and into Street Art, he began using the symbol of a hyena (Iena). He related to its ability to appear laughing, no matter the circumstances. The alias “Cruz” more frequently became “Iena Cruz”.

In 2002, Massa’s artistic career began to progress through his collaboration with “the bag art factory,” a collective of painters, sculptors and set designers. This was an eight-year project that provided him a solid place in the Milan art scene and the opportunity to explore working with mixed materials. His desire to understand better the international art world, specifically the street art scene, combined with a love of big cities, informed his move to New York City in 2010. He currently resides in Brooklyn.

He is now a globally recognized muralist, contemporary artist and set designer. In the streets of Brooklyn’s rapidly changing Bushwick and Williamsburg neighborhoods, the public can see many of the large scale, colorful, technically layered murals that Massa is known for internationally. Animals are often featured

and represent his strong beliefs in conservation. A Latin aesthetic inspires many works, evolving from an interest in the culture, food and art of Mexico. He credits his first Brooklyn roommates with this development, a group of highly accomplished Mexican artists and filmmakers who gave him a place in their transplanted New York community.

He has participated in numerous group and solo exhibitions, distinguished projects and brand collaborations. In 2011, along with esteemed designers from Ferrari and Swarovski, he was selected to create a custom elephant installation for Elephant Parade Milan, a global arts exhibition to benefit the Asian Elephant Foundation. The elephants were later auctioned by Christie’s auction house. Other large-scale works have included the annual Bloop festival in Ibiza, Spain, in 2013 and the 2015 Audubon Mural Project, which garnered front-page notice in The New York Times. Notable among his brand collaborations was his commission to custom design 60 limited edition, handbags for luxury label Marc Jacobs for Paris Fashion Week. The bags quickly sold out at Paris’ historic Printemps department store.

In 2016 Massa created a large canvas for a group show he proposed to the Rockaway Artist Alliance, at the National Gateway Park, Fort Tilden, New York. The exhibition is in collaboration with MoMA PS1 and is part of an official celebration for the United States government’s National Parks Service centennial birthday.

Massa’s art, both the murals and canvas works, fuses his skills as a large-scale painter and set designer, and evinces his love of nature, bold colors and decorative motifs. He plans to continue experimenting with these themes and techniques in evermore-complex artistic and commercial applications.

C.V.

Awards

Off Site Art, 2017, Federico Massa was selected by a committee of curators such as Ian Alteveer, Associate Curator in The Met's Department of Modern and Contemporary Art, for the Public art project Off Site Art, with the topic name “Change”.

L’Aquila is a small town in the region of Abruzzo, that has been destroyed by an earthquake in 2009. Off site Art Helps to beautify the town working with international awarded artists.

The awarded design of Federico, entitled “Camouflage” was printed on PVC (20Feet by 30feet) and installed on a scaffolding covering the historical Theater under restroutturation in the city’s historical center

Heineken, (theheinekencompany.com), “Star Bottle” competition, Brooklyn, NY, 2013. Federico Massa was selected as an emerging New York artist by HEINEKEN to create a large-scale installation inside of a large industrial shipping container for the “Star Bottle” launch at the “Arrive Big” event at The Duggal Greenhouse in the Brooklyn Navy Yard, Brooklyn, NY.

TrasporTiamo (trasportiamo.eu), “Young Artists for Road Safety” program, 2012. Milan, Italy. Federico Massa was selected by the TransporTiamo executive committee to execute a unique painted exterior on one of 30 tractor-trailer trucks that were painted and then driven around Italy as part of a visual arts safety program aimed at Italian drivers.

Elephant Parade Award (elephantparade.com), 2011. Federico Massa was selected from a group of artists, including designers from Ferrari and Swarovsky Crystal, to custom paint one of 80 elephant sculptures that were displayed and auctioned off by the prestigious Christie’s auction house as part of the internationally prestigious art charity project that benefits the Asian Elephant Foundation. This colorful work was included in the Christie’s auction catalogue.

ArteIngenua Award Brescia, Brescia, Italy, 2008. Federico Massa was selected from a pool of emerging Italian artists to exhibit two works in the Premio Arteingenua exhibit at the Chair and the Maiden Gallery, New York, NY, that garnered much editorial coverage in the art world.

Character Station (characterstation.com), Geneve, Switzerland, 2009. Federico Massa was invited to Switzerland by the famous toy company to paint and customize the popular “Zee” character toy as part of a 50-artist competition. Federico Massa was awarded the Grand Concours award, and the Massa-designed toy has been sold in the global market ever since.

Italian Factory (italianfactory.net), Milan, Italy, 2008. Well-known Milan art critic and independent curator Chiara Canali selected Massa to create an installation at the Italian Factory Awards, an annual art world competition, a coveted commission for the highly publicized and important art world event.

Critical Role for Company/Projects of high caliber and distinguished reputation

Marc Jacobs(marcjacobs.com), Paris, France, 2011. Federico Massa was commissioned by global fashion designer Marc Jacobs to customize and hand paint sixty (60) limited-edition leather handbags in his street art style that were sold by the famous Printemps department store during fashion week.

Heineken, (theheinekencompany.com), “Star Bottle” competition, Brooklyn, NY, 2013. Federico Massa was selected as an emerging New York artist by HEINEKEN to create a large-scale installation inside of a large industrial shipping container for the “Star Bottle” launch at the “Arrive Big” event at The Duggal Greenhouse in the Brooklyn Navy Yard, Brooklyn, NY.

c) Williamsburg Cinemas, exterior mural commission for Williamsburg Cinemas in Brooklyn, NY, 2013. Federico Massa reproduced specific designs and styles which referenced the cinema industry. Size of the wall 100 x 65 ft. This mural has been selected by BuzzFeed as one of the 14 Best Street Art in the World 2013.

Art Basel/Miami Beach, Miami Beach, FL, 2013. Federico Massa was selected by Centre-Fuge Public Art Project to create a design for a large-scale painting in the neighborhood of Little Havana as part of the Art Basel program

Iena Cruz x Martin’s Miller Gin Federico is been commissioned to create and realize an art wall, for Martin’s Miller Gin, out side of the popular subway station of Bedford in Williamsburg, NY

Bloop Festival, Ibiza, Spain, 2013 (bloop-festival.com). Federico Massa was invited by the Bloop Festival committee to realize a site-specific large-scale mural on the wall of the Purple Hostel during the 2013 festival that garnered great reviews.

TrasporTiamo (trasportiamo.eu), “Young Artists for Road Safety” program, 2012. Milan, Italy. Federico Massa was selected by the TransporTiamo executive committee to execute a unique painted exterior on one of 30 tractor-trailer trucks that were painted and then driven around Italy as part of a visual arts safety program aimed at Italian drivers.

Centre-fuge public art project, New York, NY in collaboration with the New Museum “Ideas City” Festival (newmuseum.org), “Cycle 8: Influx in Flux exhibit, part of a neighborhood youth program sponsored by the museum that encourages children to assist artists in collaborations. Federico Massa painted a large construction trailer exterior during the 8th cycle of the 12-cycle event stationed on the Lower East Side of Manhattan.

Proyecto La Linea, Cholula, Mexico, 2012. Federico Massa was invited to paint a large-scale mural as part of an urban renewal project in the neighborhood of San Pedro.

Pubblic Art / Exhibitions

Large scale walls and neighborhood renewal project areas

2018

- Hunting Pollution, Federico Massa has been commissioned from no profit yourban 2030 to create and realize a large scale artwork, now considered the Europ’s largest Eco-friendly Mural. The work, by Milanese street artist Federico Massa (aka Iena Cruz), is composed entirely of anti-pollution paint Airlite. It stretches over 1000 square-metres of a seven-story building in the Ostiense district in Rome and took the artist 21 days to complete.

2017

El Tiburon, Federico Massa has been commissioned to create and realize a large scale wall 200 by 30 Ft entitled “El Tiburon”

The Power of Mother Nature, on the main façade of Danieli Art World Gallery in West Palm Beach, FL. Federico Massa has been commissioned to create and realize a large scale wall 150 by 30 Ft entitled “The power of Mother Nature”

2016

- Audubon Mural Project, Federico Artist selected to realize a six stories Building , using one of the endangerous Bird spices, Federico Decided to rapresent a Three Colored Heron , Harlem, Ny

Solo Exhibition

2017

Tokyo International Art Fair, With L’entrpot gallery of Montecarlo, solo show/ exhibition. 4 canvas included in the series

Out of the screen, Williamsburg Cinemas, Brooklyn, NY. Federico Massa Solo exhibition: outdoor huge scale mural, production of 13 canvas included in the series Homage, Face, Piombo and two Bustin Boards longboards.

Retrospektive, Circle art and lounge space, Milan, Italy. Federico Massa Solo exhibition: production of 8 canvas included in the series Homage and Face.

2012

Omaggio a Cattelan, Laundry art space, Milan Italy. Federico Massa Solo exhibition: production of 12 handmade posters, included in the series Homage to Catteland.

“Sabor 2”, Leonard Codex, Brooklyn, NY, a satellite show in conjunction Bushwick Open Studios, during the annual event Bushwick open studio, NY. Leonard Codex Art, open its door. Federico Massa was artist and curator of the exhibition, in collaboration with Leonard Codex. Exhibition of over 20 different artists from the US, Italy, Mexico, Argentina working in media ranging from painting, drawing, photography, sculpture, video, and lithography.

Where is the Love? Circle art and lounge space, Milan, Italy. Collective exhibition. Federico Massa exhibited 2 canvas included in the series Homage.

2012

Sabor, Leonard Codex Art, Brooklyn, NY, a satellite show in conjunction Bushwick Open Studios, during the annual event Bushwick open studio, NY. Leonard Codex Art, open its door. Federico Massa was artist and curator of the exhibition, in collaboration with Leonard Codex.

The small word, Family Business, Maurizio Cattelan’s Gallery, NY.

Isha a Tell of Tale, a production of the Bogart Salon, Brooklyn, NY. Federico Massa showed all the works he realized for this Bollywood movie in Buschwick: 1 canvas portrait of the actress, special print of 4 bill board graphics, special production of 2 canvas in collaboration with the Photographer Stefano Ortega. The project has been screen at the south Asian Women’s Creative Collective’s 15th Annual Exhibition at Queens Museum of art.

Archivio Biokip, Spazio Dante, Milan, Italy. Federico Massa has been selected as a historical artist of the Biokip team and he exhibited 2 canvas from his archive.

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2011

Elephant Parade International Art Charity Project. Milan, Italy. Federico Massa is one of the selected artists. Works are been auctioned by Sotheby’s.

Melange. L’Entrepote Gallery. Principality of Monaco. Federico Massa has been selected for a show and he exhibited 2 canvas.

Rediviva. Palazzo Altieri. Rivello, Italy. Federico Massa has been selected as artist and he exhibited 2 canvas from the series Homage, then published on the catalogue of the exhibition.

2010

Energy of a generation, Museum of Modern and Contemporary Art. Praia a Mare, Italy. Federico Massa has been selected as artist showing 4 canvas from the series Homage and realizing an installation. His works are published on the catalogue of the exhibition.

Nothing to lose. Assab One Gallery, Milan, Italy. Federico has been selected as Biokip artist, he realized an installation and exhibited a canvas.

Lumen arte contemporanea in controluce. Monumental Santa Sofia. Milan, Italy. Federico Massa has been selected as artist and he exhibited a lamp realized in collaboration with A3Design from him design.

Giudizio universale The Bag Art Factory. Milan, Italy. Federico Massa is one of the curator and selected artist showing 2 canvas and realizing an installation.

StreetArt.it, L’Entrepote Gallery, Principality of Monaco. Federico Massa has been one of the three selected artists. He exhibited 15 canvas, from the series Homage, he made a session of live painting, he received publications on L’Observatour de Montecarlo n.82 and Nice Matin.

Streets Without Wall, Art Charity Project. Florence, Italy, April. Curator by Chiara Canali. Federico Massa has been selected artist he exhibited 2 canvas, from the series Homage. Also he has participated with a live painting and has been interview at the press conference during MIART Milan.

26 for Tibet, Art Charity Project at Tsetan Sonam Carpets centre. Milan, Italy. Federico Massa with The Bag Art Factory has been curator of the event and he exhibited 2 canvas from the series Homage.

Original Toys, Arte Due Gallery. Milan, Italy. Federico Massa has been selected exhibiting 6 canvas from the series Face and 2 lamps realized from his design in collaboration with A3Design. His works are published on the catalogue of the exhibition.

Italian Factory, La fabbrica del vapore. Milan, Italy. Federico Massa, selected artist and winner of the Award for the Young Italian Painting with him installation, then published in the catalogue Italian factory.

Sold out. Exhibition in a leave supermarket support by Milan district and Limbiate Municipality. Milan, Italy. Curator by Chiara Canali. Federico Massa has been one of the selected artists exhibiting 1 canvas and graphic designer for flayers, cover book, merchandise. His works are published in the catalogue Sold Out.

Grand Concours Zee, Casa A Chok. Nauchatel, Switzerland. Federico Massa won the concourse that involves the reproduction and distribution of him toys at world range.

Open source, The Bag Art Factory, supported by Milan District, Milan, Italy. Federico Massa artist and curator realized an installation, exhibited 4 canvas from the series Mix, and received 4 page publication in the catalogue The Bag.

The Elephant Parade, Asian Elephant Foundation, Milan, Italy, Federico Massa is one of the selected artists. Works were auctioned by Christie’s.

2010

65Mila Euro For Haiti. June. Federico Massa offers one of his works at the gallery. The work has been sold by Alain Reindeer vice president of Sotheby's France.

2009

-26 For Tibet . Art Charity Project at Tsetan Sonam Carpets center. Milan, Italy, June. Federico Massa with The Bag Art Factory has been curator of the event and he exhibited 2 canvas from the series Homage.

-Streets Without Wall project by Art Charity. Florence, Italy, April. Curator by Chiara Canali. Federico Massa selected artist, he exhibited 2 canvas from the series Homage. Also he has participated with a live painting and has been interview at the press conference during MIART Milan.

-Koko Smart,Milan, Italy, September. Federico Massa selected as one of the 200 artist for paint one koko’ Smart penguin lamp for the art charity project for Anlaids.